Un nuevo origen 7 tendencias claves. A New Origin: 7 Key Trends

Transcription

1 Un nuevo origen 7 tendencias claves A New Origin: 7 Key Trends

2 YOUR TITLE HERE PAIGE MAGUIRE DESIGN DIRECTOR FJORD

3 01 We are Fjord. Part of Accenture Interactive We are leaders in designing for human impact. We put design at the heart. A New Origin: 7 Key Trends 3

4 Golden State Warriors REIMAGINE THE STADIUM EXPERIENCE Piraeus Bank CUSTOMER SUCCESS IN A FINANCIAL CRISIS Disney DESIGNING THE FUTURE OF ENTERTAINMENT Marriott Telefónica PUSHING THE BOUNDARIES OF HOSPITALITY HOME CONNECTIVITY FOR HUMANS Halliburton REVOLUTIONIZING THE EXPLORATION & PRODUCTION LIFECYCLE videos 4

5 Proof-Positive: Experience design pays The outperformance of design-led companies suggests that good design continues to be good business. 5

6 Designing Beyond Expectations Good design and therefore, improved customer experiences come about when companies consider it a core capability. So what do we mean when we talk about investing in design and treating as our core? 6

7 2018 Trends 7

8 Why should you care? 1,000 of us, and 85 clients from five continents collaborated to predict seven trends for design in 2018, between business, technology, and experience. We continue to talk to our partners about the Era of Living Services, driven by the digitization of everything (IOT) and the ever-changing customer expectations. A New Origin: 7 Key Trends 8

9 Physical fights back Humans are designed to interact with the physical world around them. Digital and physical will converge in 2018 as digital fades into the background. No longer the centerpiece of brand innovation, digital is becoming the invisible enabler of physical and sensory experiences. 9

10 Computers have eyes For a while now, computers have been able to read words, understand them, then react. Now, they can do the same with images. 10

11 Slaves to the algorithm As we become reliant on algorithm-driven services, they will act as gatekeepers that mediate the relationship between brands and consumers. 11

12 A machine s search for meaning The rise of Artificial Intelligence and machine learning will transform working life, requiring organizations to reimagine the workplace, work culture and work experience. 12

13 In transparency we trust Establishing trust and transparency has long been an issue in the digital world. With decentralized ownership and tight security, Blockchain has the potential to reinvent our conceptual model of trust. 13

14 The ethics economy Organizations have always engaged with public affairs to meet their narrow business needs. In 2017, they began taking a stance on wider issues of more general concern. As employees and customers now demand it, this will become commonplace. 14

15 Design outside the lines As the discipline of design broadens its horizons, new challenges are arising. To continue making an impact, designers need to evolve how they work, learn, and differentiate themselves. Design is about the rendering of intent. In this world, we re all designers now. 15

16 Meta-theme: tension How we navigate these tensions and design for positive, longlasting change in 2018 and beyond is more critical now than ever before. Where to start? Embrace it. A New Origin: 7 Key Trends

17 Businesses Addressing Living Services Know Your Customer Flex Your Technology Design in Order to Know and Flex 17

18 KNOW Tailored Experiences One size fits all Living Service FLEX DESIGN-LED QUESTIONS What do you wish you knew about each customer? If you knew everything, what new services would you create? What would you anticipate? How would you flex experiences for each consumer? How do we design to learn the user s intent, context and attitudes? One size fits all DATA-LED QUESTIONS What do we know about our customers that no one else does? What needs and changes can we anticipate? What additional data do we need to anticipate better? How do we build millions of segments of 1? Can we incorporate new data sources?

19 Case Studies 19

20 Democratization of banking: vr.de A digital hub infused with this sense of community and of customer empowerment drives business, reduces traffic at branches, and increases brand loyalty. VR bank s platform is a guide, support center, and is aligned with the message: its services are about people and not just money. 20

21 Personalization in new places: Carnival Cruises Medallion Fjord designed a system of wearable medallions that automatically unlocks the right areas of Carnival s cruise ships for each passenger, learns about their habits and personalizes their voyage. We bridged digital and physical realms with the purpose of improving the passengers experience with details that delight. 21

22 Connecting People to Experience: Disney My Magic+ Guest expectations were evolving faster than Disney Parks and Resorts could adapt requiring a fundamental rethink of Park operations. This work has redefined how customers experience the parks, and has simultaneously reduced costs for the business. 22

23 EXPERIENCE TRANSFORMATION MyMagic+ revolutionized the way Guests (and Cast members) experience Disney and transform user expectations well beyond Theme Parks. Pre MyMagic+ MyMagic+ Episodic Each experience component serves itself Immersive Each experience contributes to the whole system Anonymous We don t know our Guests Personalized Know our Guests at every point of the experience Mass Everyone gets the same experience Customized Guests right-fit experience to their preferences Complex & Transactional Guests have to work for their experience Simple & Seamless Experiences are easy, accessible and transition seamlessly Latent Guest feedback and operational adjustments based on historical data Real Time Guest feedback and experience conditions are known in real time 23 14

24 Augmented content: Project SEAR for Whole Foods 365 This AR-fueled shopping experience helps Whole Foods customers see beyond the shelf and easily find all the product info they need to make more informed (and more delicious) decisions. 24

25 Scaling new depths: Conoco Phillips Drilling dysfunction and related damages cost energy producers millions each year in lost revenue. ConocoPhillips engineers managed to solve the core data capture problem but struggled to turn it into a useful tool. Our system created an intuitive design and a deep historical database, resulting in powerful diagnostic and training tools. Results: the pilot is a public release and new revenue stream for Conoco, we reduced data noise by 90%, and reduced training time X Copyright for 2017 new Accenture. drilling All rights reserved. recruits by 65%.

26 Physical firewall for social homes: CUJO AI CUJO AI brings digital and device security to the home with approachable personality. Using big data and sophisticated algorithms, CUJO analyzes your local network in real time, notifying you when suspicious activity is detected. With the mobile app, users can control and monitor all network devices, receive instant threat notifications, and control Internet access for select devices. Presentation Name 26

27 Thank you 27